Get Wise

Posted By: The Ski Channel on October 2, 2012 10:02 pm

Written by Kendra Wilson

Subsequent to the lack of response to Experiment 1, I wanted to discuss the power of social media and its ability to facilitate change. This discussion also leads into the importance of social media specialists to organizations.

In my last blog, Experiment 1, I mentioned how responsive “Kirkwood” is to customers. The responsiveness I was talking about was entirely via social media platforms. I had a complaint about Kirkwood’s policies against snowskaters, and I intended to write a letter to them. But before I had even completed the letter I decided to post my complaint on their Facebook page, mostly to encourage other snowskaters to speak up. The screen shot below is what happened:

Kirkwood actually changed their policies in response to my Facebook post! I could not have been more surprised or enthused. This is an example of social media done right. Kirkwood is lucky (and smart) enough to have buy cheap cigarettes

hp?story_fbid=1780878502066&id=1842551954&ref=notif&notif_t=feed_comment#!/coop.cooper” target=”_blank”>Coop Cooper as a social media expert. He is awesome at creating an enthusiasm about his product via Facebook and Twitter. But, where Kirkwood surpasses every other resort in the area is in their dialog WITH the customer.

Most of the resorts in this area are equally good at creating enthusiasm for snow and riding it at their resorts, but NONE of them responded to my blog, which I posted on each of their Facebook pages. So apparently Squaw Valley, Alpine Meadows, and Mammoth Mountain do not employ adept social media specialists like Kirkwood does. Either that, or they do not care enough to field a customer’s complaint.

Social media is transforming into a platform to have a dialog with customers and it is much more effective in creating relationships between customers and organizations than previous “broadcast” media was. However, in this transitional period, organizations need to get wise quick, because by continuing to use social media to broadcast but not interact, they are actually distancing themselves from their customer base.

In other words: Experiment 1 was a failure, not only for me and for snowskaters, but for those resorts that completely neglected to respond to a customer’s concerns.